The purpose of this research is analysis and establishment of the performance indicators for the evaluation of market segments’ and products’ (goods and services) attractiveness to ensure the competitiveness of enterprises in the formation of the export portfolio is determined.
To achieve this goal, the following work methods and techniques of research were used: theoretical synthesis, the system analysis - for a comparative approach and identifying characteristics of foreign market’s capacity, analysis and synthesis approach, expert judgment approach - to study scorecard attractiveness rating structure of market segments and products in the creation of the export portfolio; taxonomic approach - to calculate a general attractiveness evaluation measure, graphic - for a visual image and schematic representation of the theoretical material dissertation research.
Composition of limitations and requirements are certain in relation in creation of export portfolio for a mechanical engineering enterprise. Generalized and the comparative estimation approaches were conducted in relation of foreign market’s capacity evaluation for creating portfolio for the enterprise export. The market attractiveness and segment products types (commodities, services) system of the estimation indexes is working out to providing enterprise competitiveness analysis at forming export portfolio. The approach in relation to the calculation of summarizing index of market attractiveness and products types segments at creating export portfolio of mechanical engineering enterprise is offered.
Keywords: export, competitiveness, mechanical engineering enterprise, export portfolio, market capacity.